William Merrins article ‘studying me-dia: The problem of method in a post-broadcast age’ highlights the shift from a Broadcast to Post-Broadcast world. In our current post broadcast world, the consumer has too much say, we create, dictate and manipulate media in order to suit our identity. We no longer accept what is offered for the majority, however we instead mould what we want to consume based off our own hobbies and interests.  Due to the individualisation of ME-dia, the ability to gain to gain empirical data is effectively rendered useless.

Mr Merrin begins his article as if the worlds change to ‘thin media’ is an issue, the fact that ‘media is spread over every digital outlet’ should be something to be celebrated, not fretted. Yes, we can no longer bond over the same article, author, radio show. However we can experience more of what we enjoy, share and communicate our love for it. Consequently we not only consume but add too our selected media’s presence in the world. Media consumption is no longer passive, it is now very much active. By creating and sharing our playlists on Spotify, we become our own disc-jockey’s, asserting our taste of music to friends, family and the general public.

Merrin states that the ‘The tenth problem is that of generalizability’, do we need to generalise now that we are in a post-broadcast world? I don’t think so. The knowledge acquired through empirical evidence, is not of assistance because there is too much individuality tied up in media. Media is no longer a condensable ‘thing’ but a part of modern life, it doesn’t need to be congested, it just needs to be.

This article links in with the ‘noticing’ activity I participated in during the lectorial, media is everywhere, it is a part of our environment.

Another thought, perhaps a solution to this issue, could be to do more case studies and not look to generalise but gain detailed information on how individuals manipulate the media they consume.